After taking over information flow promotion for 30 days, the customer acquisition cost was reduced to 1/4. How did you do it?

Information flow advertising has developed rapidly in recent years. Its development can be said to be what everyone expected, because it is more original and minimizes the impact of advertising on user experience .

The corresponding positions of information flow optimizers have also developed rapidly! Curious, would you ever think of a question?

Information flow optimizers - what exactly do they optimize?

Before understanding what to optimize, let’s look at what optimization can bring to advertisers?

(Optimization results in June [APP download])

Optimization results:

Click-through rate : doubled (from 0.7% to 2%)

Conversion cost: reduced to 4/1 (8.78 yuan optimized to 2.07 yuan)

Conversion rate increased by: 5.69%

Here are five specific steps to help you:

The principle and key points of information flow advertising

Four key links in information flow optimization

Insight into user needs is the key to increasing click-through rate

High conversion landing pages need to be consistent

Summary and sharing

As the saying goes: It is not enough to know the fact but also the reason behind it! Only by understanding the essential laws of things can we quickly locate problems when they arise and make targeted optimization actions. The following is a working principle of information flow advertising.

( Information Stream Advertising System - Working Principle and Logic)

You may be confused by the complex process logic above. It doesn’t matter. After careful observation, you will find that no matter how many processes there are, they cannot escape one core indicator: ECPM

What is ECPM?

ECPM is the bidding ranking and billing logic of media platforms for advertisements (currently the billing model of Toutiao)

(Information flow advertising bidding and billing logic-ECPM)

Currently, Toutiao no longer needs to accumulate CPC user data in the first phase and can directly run OCPC. At the same time, OCPC has been closed to some industries, and more traffic is supported in OCPM, which is said to be able to reduce advertisers' costs more effectively.

After understanding the principles and key core of delivery, let’s take a look at how to optimize it specifically.

As mentioned above, ECPM is the estimated revenue of the media platform for advertising display. In simple terms, if your ad doesn’t make me money, I won’t display it for you. If I don’t display it for you, then you will get nothing!

Therefore, increasing the ECPM value can make us stand out quickly from a large number of advertisements, and the system will be more willing to display our ads.

Return to the core essence - for advertisers, the purpose of information flow optimization is to reduce costs!

In order to reduce costs, it is necessary to improve the "conversion rate" of each link (thereby increasing the ECPM value and obtaining more display exposure).

For media platforms: an increase in conversion rate means more people clicking on it, advertisers will spend more money on the platform, and the media will earn more!

For advertisers: The final conversion rate = conversion rate 1 conversion rate 2 conversion rate 3 conversion rate 4 ….

So what aspects of “conversion rate” optimization are involved in the process of information flow advertising ?

As mentioned above, the core of information flow advertising is ECPM, and the core of ECPM involves the following four links that we can control (if the account has already been delivered, then ECPM will also be affected by the historical delivery conversion rate).

(Four key links in information flow optimization)

Among the four optimization links, the optimization of click-through rate and conversion rate requires 80% of an information flow optimizer's time and energy every day.

How to optimize such important click-through rate and conversion rate?

If you want to increase the click-through rate of your creative copy , then you must understand what your target audience is thinking? What do you want? What are you doing where? And so on information.

Therefore, when we don’t understand what users need, where they are and what they are doing, we will end up with copywriting like this:

Version 1 material: Click rate is 0.76%

This is a software for home appliance repair technicians. Imagine the scenario: under what circumstances would these repairmen actually go to the headlines, and what would their state be when they saw our advertisement?

The user may have seen this ad while taking a break or eating. At the same time, information flow advertising is a way to stimulate users' potential needs. When users see this news, they don’t actually want to check the fault code or double their income. They just want to have a meal or take a break, so the user’s impulse to click on the advertisement will be weakened.

So how can we attract users to click?

First, you need to understand your target audience. By researching the industry and competitors, communicating with users 1v1, etc., we cross-analyze the characteristics of our audience.

The user's age, gender, hobbies, region, education level, things they care about, their preference for our products, and how they solved their problems before having our products, etc.

The purpose of user research is to discover existing cognitive facts among users and avoid creating facts for their own pleasure. When making decisions, consumers often think that they are rational, but what ultimately drives them to make decisions is the impulse at the moment.

In terms of the tone of information flow advertising, when users see your ad, they don’t know that they want to solve this problem. In other words, users' rational perception is weak.

Therefore, when users click on ads, they are basically acting on impulse when they see the ad.

So how do you get users to click on ads impulsively and instantly?

In fact, there is no definitive answer here. The biggest conclusion is to combine your user research and select the selling points that you think will impress users the most and test them one by one:

Version 2: Click rate 1.06%

Compared with the first version, the click rate was almost the same. Then, based on the user survey, users said that they were very supportive of the free e-book activity. So we made adjustments and released the third version:

Version 3: Click rate 2.08%

To summarize: Through research on the industry, competitors, and users, we can obtain user feedback on the product, market conditions, real needs, and true preferences. Then, we can test targeted copywriting materials based on these pain points and preferences, and quickly select creative materials that are most likely to impress users.

As a content display that carries user expectations, the importance of landing pages is self-evident.

When a user clicks on an ad, it means that he has questions or certain psychological expectations. At this time, how the landing page guides him is very important!

However, many ads look like this:

(Ad creatives that attract users to click)

If you see the entrance picture, your impulse to click in will definitely be: Which shampoo should I choose that is healthy and good?

After clicking in with great interest, I found that the landing page was like this:

(Where’s the shampoo?)

You will find that the ad page and the landing page do not match - the content is irrelevant.

The consequence of having irrelevant content is a very high bounce rate, very low conversion rate, and very high costs, like this:

(Put in materials)

The landing page that does not carry the user's expected click looks like this

Conversion rate: 12.78%

Conversion cost: 8 yuan

In the above case, a link to download 30 books was promised, and the user clicked in with the expectation of seeing the link to download the 30 books, or the download method, but the user did not see it. The user was deceived into entering, but only saw an application download page, which did not effectively solve the user's question. This results in a low conversion rate and increased costs.

Then, combining the logical perspective of echoing the previous and the next, the landing page was revised:

(Optimized new landing page)

In the new landing page, we clearly pointed out that 50 maintenance information books will be given away for free after downloading. At the same time, you can see that there are so many functions after downloading...

Conversion rate: 18.47%

Conversion cost: decreased by 4 times (optimized to 2.07 yuan)

Summary: The optimization of the landing page is completely based on the consistency with the copy. This must be met whether it is app download or CPA call consultation! At the same time, the focus is on the A/B of the landing page, ensuring one variable [landing page], the same batch of traffic comes in, and then checking the conversion effects of different landing pages.

What does information flow advertising optimize ? ——Optimize the conversion rate of each link, including the following links:

Impressions , click-through rate, conversion rate, and bid.

Here are some tips for placing information flow ads:

Regarding the review - the manual review mechanism, you can copy a few more of the same creative ideas with different plan names when creating a new plan for review (weekend headlines are strictly reviewed, and you may be in a bad mood due to overtime)

About suspension - each plan will have its own running program model. Once the plan is suspended and restarted, the machine will re-explore the traffic. If the plan was running well before, it will be counterproductive once it is suspended. The group can be paused. A short pause will not affect the model.

About testing - make it profitable for users, give priority to the most attractive benefits and discounts for testing, and then subdivide the selling points for A/B testing of creative materials or targeting

Regarding traffic quality - Toutiao's traffic is basically maintained at noon and at 19:00-24:00 in the evening. The traffic quality is best. I basically test it at night, and the effect is better than during the day.

About daily budget - when your plan ran well yesterday but the cost soared today, adjust the budget, and then increase it little by little (here you can treat the delivery system as a child, and increasing the budget little by little is to tell the system that I only have this much money, please control the cost for me, there will be no more money to run after the plan is run).

Let me share a sentence that I agree with and that I find brainwashing: "People can definitely change their destiny through learning."

Finally, the core of optimizing information flow advertising lies in understanding the real needs of users! Find the selling points or benefits that can most impress users and make them feel profitable! And optimize the conversion rate of each link in the conversion funnel to improve the ROI of overall advertising.

Author: Fat Tiger, authorized to be published by Qinggua Media.

Source: Feiyue Operation Diary (ID: feiyue2333, a weekly in-depth thinking on promotion and marketing , no chicken soup, only practical information , to create systematic learning opportunities for each promotion partner.)